There are many layers to Korean entertainment that make up the surging force of the Hallyu wave. Aside from the dazzling spotlight of music show stages and the riveting storylines of K-Dramas, there are K-Variety programs that offer an abundance of laughter and good times for all. K-Variety is an umbrella term that contains larger branches of genres, making it so that there's a variety show for everyone.

In today's Hallyu landscape, K-Variety has moved away from its traditional, station-only programs, popping up all across YouTube to create a wave of web variety accessible to a more global audience. One web variety program that just dropped is "I.M ON THE BEAT" hosted by MONSTA X's I.M. Made through KBS, "I.M ON THE BEAT" aims to bring in various artists to I.M's recording studio hideout and talk to them about their musical process. With its first episode, the web variety program already gives great insight to the inner workings of famous rap duo, Dynamic Duo.

With such a refreshing start, "I.M ON THE BEAT" portrays yet another fact: that KBS are masters at music talk shows, a genre of K-Variety that many people love.

 

History Of KBS Music Talk Shows

Music talk show programs are not a new concept for KBS, as they've been doing it offline and in the broadcasting station for years. They polished and refined a certain formula that allowed artists to showcase their talents while talking with a host that was able to bring out a sense of sentimentality, a little bit of comedy, and all around comfort for everyone in the studio, along with viewers at home.

This prolific list includes the likes of "Noh YoungShim's Small Concert", "Lee MoonSae Show", "Lee SoRa's Proposal", "Yoon DoHyun's Love Letter", "Lee HaNa's Peppermint", and most notably, "You HeeYeol's Sketchbook". Due to their evening air time, these programs acted as an opportunity for viewers to receive a bit of healing after a long, tiring week of work. Depending on the invited guests, they were able to incorporate a mix from energetic dance tracks to calm, soothing ballads that everyone could find a song they could relate to.

In particular, "You HeeYeol's Sketchbook" rose to both national and global fame over the course of its 13 year tenure. It became home to an unstoppable wave of amazing performances from the most talented artists across the Korean music industry. Of course there were the typical K-Pop idol groups, but indie singers and surging soloists also were able to prove their mettle and showcase their undeniable talents.

Even after the conclusion of "You HeeYeol's Sketchbook", it has still receiving small interest from netizens worldwide, who still felt the void from the legacy that the music talk show left behind. These shows had a great impact on audiences as they were able to receive a bit of healing from the artists that graced the stage and the small tidbits of sincere conversations that were shared. After watching an episode, viewers could definitely sleep easy with a clear heart and mind.

 

A New Era Featuring "The Seasons" And "Lee MuJin Service"

With "You HeeYeol's Sketchbook" coming to a close in July 2022, that meant the legacy of KBS late night music talk shows would be put on a pause — for a small moment. For a program of such prestige and longevity, it was only natural to feel its absence after its conclusion. However, that didn't mean KBS was completely void of a music talk show. Web variety music talk show, "Lee MuJin Service", hosted by musician Lee MuJin himself, premiered its first episode on February 21, 2022. The program was a roaring success with its first episode featuring (G)I-DLE's Minnie now standing at over 6M views.

As one door closed, another was opening to greet the K-Pop community with open arms. A new era was starting for KBS music talk shows and it was starting through the web variety space. As successful as "Lee MuJin Service" became, there was still something missing for the broadcasting station: a late night music program. However, it wouldn't take too long for KBS to announce a brand new initiate: "The Seasons".

Being the successor to "You HeeYeol's Sketchbook", many eyes were laser-focused on KBS' new music talk show. Whether or not it could live up to or even surpass this enormous wall of legacy remained a question mark in many people's mind. However, all worries were immediately quelled once the program started rolling.

Over the course of one year, interest was booming towards "The Seasons", seeing occasional dips when it was time for the music talk show to switch MCs, as per the show's concept. Both programs were able to invite guests of trending popularity and jaw-dropping talent. This new era was a welcome one as clips of these performances were spread all across the internet, reinforcing KBS' dominate presence as one of the top music talk show makers in Korea.

 

Expectations For "I.M ON THE BEAT"

Now, KBS has graced its loyal viewers and fans with yet another music talk show: "I.M ON THE BEAT". At first glance, it feels totally laid back, as if you're visiting your musician friend's recording studio. But with the inclusion of KBS and I.M's own personal hosting skills, it becomes a more refined experience, as if you're meeting with friends at a wine bar.

It's a mixture of both "Lee MuJin Service" and "The Seasons" put together, being longer in length, but focusing on one artist per episode. It provides deep insight to the working life of the guest and their career journey so far. All while performing their hottest hits in between. With its level of production, the depth of conversation, and great musical skill, fans of KBS talk shows can rest assured that another hit is in the making.

However, this also means "I.M ON THE BEAT", as well as I.M himself, have a great weight to carry on their shoulders. But I.M's sincerity coupled with the positive energy his guests exude will surely break every expectation set forth for the music talk show. Now only time will tell how it continues to improve and who I.M will bring on next.

How do you like the music talk shows from KBS?

Is there anything more special than celebrating your first anniversary with your loved ones? For XODIAC, today, April 25, is that special day, and they're celebrating it with their beloved fans, X-BLISS.

The multinational 5th-generation K-Pop boy group consisting of Korean members LEX, HYUNSIK, BEOMSOO, GYUMIN, WAIN, and DAVIN, Indonesian member ZAYYAN, and Hong Kongese members SING and LEO, are making waves in the K-Pop industry while also expanding their horizons by engaging in fields of acting and fashion.

Their latest comeback with the album "XOUL DAY" was a wonderful representation of XODIAC's sonic style, versatile talents, and, most importantly, their love for fans. The title track 'HEYDAY' is a fan song, and truly speaks to how precious of a relationship XODIAC has with X-BLISS.

Continuing their trend of giving back to fans and expressing their love at any given opportunity, XODIAC prepared handwritten letters for fans in Korean. We know many X-BLISS are waiting for an English translation. We've got you covered!

Check out the English translations of the XODIAC members' handwritten letters to fans below!

 

1. LEX

To. X-BLISS ♡

X-BLISS~~

Can you believe it's already been a year since we've been together!!

Time flies so fast, doesn't it?!?

Thank you so much for being with XODIAC for a year,

Thanks to all the X-BLISS, it feels like we've made so many memories!

I'll really do my best in the future!

Let's continue to make more memories together!

Let's spend the future together~~!

Every day, Duranghae ~~♡

 

2. HYUNSIK

To. X-BLISS!!! ♡

X-BLISS! It's already been a year since XODIAC started..

We've had so many things happen in the past year...

We worked hard, and X-BLISS

supported us diligently, which brought us here!

Thank you so much, as always,

X-BLISS are my top priority. I won't change ♡

There's no such thing as forever, but to X-BLISS

I want to recklessly promise eternity

Let's be happy, thank you for coming into my life!!!

X-BLISS!

 

3. ZAYYAN

X-BLISS, hello~! It's ZAYYAN!

First of all, I'm so happy to have debuted with XODIAC

Whether it's short or long, this past year

had its difficult days, but with XODIAC and X-BLISS

I've had so many good times, and it feels great!

Let's stay together like this and walk the flower path.

Let's create more memories together!

And always be happy!

Thank you, and I love you!

Let's fly even higher!!

 

4. BEOMSOO

To X-BLISS,

Wow, it's already been a year since we've been together!!

Time really flies, doesn't it?

Thinking back to the 100th day, the 200th day, the 300th day celebrations,

it feels like I blinked, and suddenly a whole year has passed, haha...

I'm so thankful for always being together,

and because of X-BLISS, BEOMSOO, as an idol, has been able to come this far with effort.

There were times when I didn't feel like getting up after falling down...

I even had thoughts like that, but you always lifted me up and said, "Let's go together," X-BLISS. Thank you.

Thanks to you, the past year has passed so happily that I didn't even realize it 🙂

Because of that, I'm curious about what our future holds.

Sometimes, both X-BLISS and BEOMSOO may not always be happy and joyful every day,

so let's support each other through those times as well and move forward together.

As much as X-BLISS have supported me, I'll work even harder to show you a cool and beautiful side of myself.

Let's continue to care for each other for a long, long time and be together beautifully in the future, too. I'll count on you.

Thank you, and I love you so much ♡

- BEOMSOO -

 

5. WAIN

To X-BLISS,

X-BLISS, this is WAIN!

It's been a year since XODIAC debuted.

I sincerely want to thank X-BLISS, who have been with us from the beginning to now.

I want to express my heartfelt gratitude to X-BLISS. I will never forget the gratitude I feel towards X-BLISS and will strive even harder to bring greater happiness to X-BLISS.

Because X-BLISS exist, XODIAC exists, and because X-BLISS exist, XODIAC's WAIN exists.

I will always be sincerely thankful and strive to grow with a humble attitude.

Thank you! Congratulations on our 1st anniversary, X-BLISS!

I love you.

 

6. GYUMIN

To X-BLISS,

Hello, it's me, GYUMIN!

It's been a year since we first met on this day last year, and somehow, we've gone through all four seasons together, and here we are again!

Seeing how fast time flies, it seems like we've spent such meaningful moments together! Throughout this year, X-BLISS have always loved and supported us

unwaveringly, and I genuinely felt so happy because of that. Thank you so much for loving and embracing all aspects of me, both on stage and off. I'm not one to just

receive without giving back, so I promise to repay everything I've received many times over.

They say everyone has their brightest moments in life! Well, my brightest moment in life began when I met X-BLISS! I'm so grateful to be able to spend this time

with X-BLISS right now.

X-BLISS, thank you for creating so many wonderful memories over the past year. Let's continue to make more good memories and happy moments together in the

future!!

I love you, X-BLISS.

- From GYUMIN -

 

7. SING

Thank you so much for supporting me for a year.

Thanks to X-BLISS, I've grown a lot during this time!!

Even in tough moments, having X-BLISS by my side

made it bearable!!

I want to be that kind of presence for X-BLISS too!!

Thank you so much for creating unforgettable memories

during this year ♡ Let's be together for a long time!!

XODIAC's SING

♡ ♡ ♡

 

8. DAVIN

To. X-BLISS

X-BLISS~~ Long time no see

It's already our 1st anniversary!

Even before debut, from the trainee days,

You've watched over, supported, even before

we had a name, you supported us with the heart of a fan.

Thank you always. Even when it's tough, it feels like I can gather strength because of X-BLISS.

I'll continue to work hard to become a singer that X-BLISS can be proud of.

Always be our fan! Love you ♡

DAVIN

 

9. LEO

From debut until now,

X-BLISS who always supported me,

you've really worked hard all this time!

Thanks to X-BLISS , I've grown a lot,

and I always carry precious feelings

whenever we meet.

Without you, it just won't do!

I'll continue to show you a good side!

I'll show you an even cooler LEO ♡♡

I love you ♡

 

Do you have any messages for XODIAC on the group's 1 year anniversary? Share them with us on X!

There’s no doubt that a new K-Beauty product is always trending, especially when a K-Celeb is the face of said product. In recent news, we’ve seen big names like SEVENTEEN’s WonWoo named as the new model of Korean beauty brands like The Face Shop, ZEROBASEONE becoming the new faces of COLORGRAM, and RIIZE becoming the new models of ETUDE, and many more.

There is an abundance of K-Beauty brands with K-Celebs as the face/model/ambassador of the brand - and fans are dedicated to buying these products to support their favorite K-Pop idol or Korean actor. The Olive Young top product ranking (of Apr. 25, 2024) is a great example of this. Out of the 8 products shown, 4 of them have K-Celebs (namely MONSTA X's HyungWon, Go YounJung, 2AM's Jo Kwon, and ZEROBASEONE's Kim JiWoong) as the face of the product, which can increase the odds of consumers buying the product.

If you've ever wondered why brands opt to add celebrities to their marketing campaigns, a look at the following data from 2021 by LaunchMetrics proves the impact that Korean celebrities (namely BLACKPINK's Jennie and JiSoo, and BIGBANG's G-Dragon) have had on international luxury brands for fashion and cosmetics (which has only grown stronger since then).

If that is the impact that K-Celebs can have on international brands, then it goes without saying that they would have a similar impact on local K-Beauty brands, too.

However, recently fans have been raising the question wondering why K-Celebrities (especially veterans and big names) don't venture into creating their own cosmetics and beauty brands. If they did, surely they'd make a lucrative profit from their fans' support...

In the case of the Western world, artists like Beyoncé, Selena Gomez, and Rihanna have infiltrated the global beauty market with their respective brands. Beyoncé has recently gone viral for her content utilizing her hair care products Cécred, Selena Gomez has become a sensation on social media with her cosmetics brand Rare Beauty, and Rihanna has also created a cosmetics brand that is a staple on the dressing tables of many in the form of Fenty Beauty. So, why don't K-Celebrities leverage their fandoms and take the leap?

 

The K-Beauty Celebrity Cosmetics Landscape Is Not Non-Existent

If you're looking for K-Celebrity cosmetics, but feeling bleak because you can't find any, then don't despair. There is one brand that you can seek out!

That's not to say that K-Pop idols haven't ventured into creating their own cosmetics brands at all. Jeon SoMi is one of the first K-Pop idols to attempt her own cosmetics line.

 

View this post on Instagram

 

A post shared by 글맆 GLYF (@glyfing)

She launched the makeup brand GLYF which she had been working on since 2023.

Negative Reactions To A K-Celebrity Makeup Line

However, the product launch was met with some pushback from netizens as they questioned her intention/sincerity and the pricing of the product.

Some argued that Jeon SoMi's first product, the ILLUÉTTE Highlighter Palette (four colors) at 43,000 Korean won (about 31.39 USD), is too expensive.

Whilst this sentiment spread across communities, to be objective, similar celebrity brands in the West charge similarly or even more. The Fenty Beauty Killawatt Freestyle Highlighter (one or two colors) retails for 74,100 Korean won (about 54.02 USD) and the Rare Beauty Positive Light Silky Touch Highlighter (one color) retails for 25 USD (about 34,274 Korean won).

On the other hand, if you compare a similar highlighter palette (with 4 colors) from the Korean brand IPKN called the IPKN Flap One Face Palette, it retails for 32,000 Korean won (about 23.23 USD).

Note: all prices and conversions are as of Apr. 24, 2024.

Taking these brands into consideration, Jeon SoMi's product is slightly on the pricey side but not entirely out of reach. It is up to consumers to buy a product in their comfortable price range.

 

The Likeliness Of More K-Celebs Opening Brands In Future

Whilst K-Pop idols are at a career and popularity advantage to launch products in the form of beauty and fashion brands, there might be some hesitance on their part due to potential backlash from fans. Jeon SoMi is one case study, but so is former Girls' Generation member Jessica Jung, who faced backlash from her agency when trying to launch her current fashion brand BLANC & ECLARE.

Some fans perceive pursuing businesses like this as a distraction and a lack of dedication to being an idol. Even in the West, Rihanna has received a lot of backlash for not releasing music and focusing solely on her beauty brand, for example.

As K-Pop fandom prioritizes a relationship with the K-Pop idol, for instance, whilst there might be an outpouring of support for the idol's brand - fans might not like the change in focus.

There is also the issue of K-Pop idols losing out on much-needed brand deals essential to marketing their groups or themselves. This is because beauty brand models are usually tied to only promoting that specific brand due to exclusivity clauses in the contract.

Lastly, and naturally, creating a brand in a saturated market is also a huge risk that K-Celebs may not have the time or energy to take on. Especially in South Korea, where K-Beauty giants such as Olive Young rule the day, it might be difficult to navigate the brands under that umbrella and other competitors. Even a brand (distributor) as huge as Sephora (selling international brands) has had to close down operations in South Korea due to being unable to beat the local K-Beauty market.

If competition can be this fierce between distributors, then it will undoubtedly be just as fierce amongst actual brand competitors.

However, there is still hope that more K-Celebs will take the leap to create products that can help fans feel closer to or like them.

What do you think? Should more K-Celebs be starting beauty brands? Do you reckon that being the face of another K-Beauty brand and not starting their own is the best way for K-Celebs to be part of the K-Beauty industry?